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Privacy advocates raise concerns about Facebook's tracking of even non-users' habits

Facebook is able to monitor the habits of its users and even non-users with the help of tracking tools. (Photo by Sean Gallup/Getty Images)

Facebook has been collecting data on its members for years, keeping individual files on internet behavior and "complete consumer profiles." But their ability to track online users who have never even participated on the social media site has been raising alarms.

In effort to achieve targeted advertising and content, the company says their monitoring efforts also serve security purposes. Using tracking devices like cookies and social media plug-ins, Facebook is able to pinpoint consumers' individual habits. The company says they're "industry standard technologies," and to a large degree, they're right.

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